Senior living communities today have an unprecedented array of options for reaching consumers, including websites, social media, television, print media and direct mail. But to engage potential customers effectively, operators need to determine what content to distribute and what channels to use, experts advised Wednesday during Senior Housing News’ webinar “Content Marketing: Driving Profitable Consumer Engagement.”
Shifting consumer habits explain the growing importance of content marketing, said presenter Brandi Towns, associate director/public relations at GlynnDevins, an advertising and marketing agency dedicated to senior living.
For example, 90% of seniors with a household income of at least $75,000 are going online, and about half of these people use social media, Towns said, referencing Pew data. Even more to the point: It’s not unusual for consumers to look at 10 different sources of information before reaching out to a senior living community or making a purchase.
